The Dairy Renaissance: National Checkoff’s Vision for Now, Next, and Future | Dairy Herd

In a recent gathering of the dairy industry's leading minds, Dairy Management Inc. (DMI) President and CEO, Barbara O’Brien, took the spotlight at the 2024 joint annual meeting of the United Dairy Industry Association, National Dairy Promotion and Research Board, and National Milk Producers Federation held in Phoenix from October 21-23. Addressing over 800 dairy farmers and industry representatives, O’Brien passionately declared, "Dairy’s time is now." Her message centered around the organization’s checkoff strategies, poised to usher the industry into a new era of consumer engagement and growth.

A Surge in Dairy Demand

O’Brien shared optimistic news that consumer retail dollar spending and volume sales for dairy are on the rise, with a year-to-date increase of 3% and 2%, respectively. This growth trend spans all dairy categories, signaling a shift in consumer sentiment that O’Brien refers to as a "dairy renaissance". She highlighted that this renewed enthusiasm is palpable, with discussions saturating both headlines and social media.

Millennials: The Driving Force

Interestingly, data reveals that the millennial generation, aged 28 to 43, is at the forefront of this growth, driven by newfound positive perceptions of dairy.

"Consumers have found their truth; they want real food, and they are voting with their dollars," O’Brien remarked

This demographic’s embrace of dairy products underscores the nutritional value and authenticity that these offerings symbolize, marking a pivotal shift in consumer preferences.

Strategic Vision: Now, Next, and Future

O’Brien’s framework of "now, next, and future" strategies provides a roadmap for DMI’s operations. This strategic framework focuses on combining long-term vision with quick adaptability, ensuring farmers' investments yield significant returns while adjusting to emerging challenges and opportunities.

Now: Addressing Current Market Demands and Trends

The importance of partnerships and pioneering research was reiterated by O’Brien, with DMI leveraging associations with credible organizations like the National Medical Association and influential social media figures to highlight dairy’s nutritional benefits. Such strategies lead to over 10 million dairy-related social media posts and 99,000 recipes spotlighting dairy.

O’Brien highlighted successful collaborations, such as that with Domino’s Pizza, which marked a turning point for both parties. Domino’s CEO Russell Weiner attributed their innovations, like the New York Style Pizza, to the partnership with DMI, which doubled the chain’s cheese usage since 2008. These partnerships, including e-commerce efforts with Walmart and Dollar General, emphasize dairy’s affordability and versatility.

Next: Laying the Groundwork for 2025

Looking ahead to the 2025 Unified Plan, O’Brien emphasized continued investment in science and innovation, targeting consumer interests like women’s mental health, weight management and fermentation technologies. The emphasis on science aims to foster ongoing growth and inspire the broader supply chain.

Strategically, the checkoff is refining its reputation approach, aiming for impactful in-market executions around pressing content priorities: performance, gut health, and the first 1,000 days of life, ensuring sustained engagement through various stages of childhood.

Future: Preparing the Checkoff for Generations to Come

O’Brien envisions a future where a strong foundation of science underpins the dairy industry. By leveraging a 10-year roadmap aligned with consumer health needs, DMI seeks to capture significant market opportunities, repositioning dairy as a wellness solution.

Her message culminated with recognizing dairy farmers as the drivers of this strategic change, emphasizing the limitless possibilities when combining innovation, stewardship, and commitment to feeding a growing global population.

As the dairy sector navigates an ever-complex market landscape, the strategies outlined by O’Brien reinforce a commitment to harnessing present opportunities while charting a course for a sustainable and prosperous future. The unified approach and relentless pursuit of innovation and growth ensure that the industry stands ready to embrace challenges and seize its “dairy renaissance.”